首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
• Read the article below about the top brands. • Choose the best sentence from the opposite page to fill each of the gaps. • For
• Read the article below about the top brands. • Choose the best sentence from the opposite page to fill each of the gaps. • For
admin
2010-01-22
15
问题
• Read the article below about the top brands.
• Choose the best sentence from the opposite page to fill each of the gaps.
• For each gap 8-12, mark one letter (A-G) on your Answer Sheet.
• Do not use any letter more than once.
THE 100 TOP BRANDS
It was a tough year to build a brand -- or defend one against the corrosive effects of a bear market, financial scandals, and shifting consumer priorities. For proof, look no further than the fact that roughly half of the 100 global brands that Interbrand Corp. and Business Week ranked this year fell in value compared with a year ago. In this environment, just holding your own is an accomplishment.
To qualify for our ranking, brands had to have a value greater than $1 billion. They were selected according to two criteria: (8) They also had to have publicly available market and financial data on which to base the valuation. That excluded some big brands, such as Visa International, the BBC, and Mars.
How do you place a value on a brand? (9) Business Week selected lnterbrand’s method because it values brands the same way analysts value other assets: on the basis of how much they’re likely to earn in the future. Those projected profits are then discounted to a present value based on how risky the projected earnings are -- that is, the likelihood that they will in fact materialize.
To start the process, Interbrand first figures out that percentage of overall revenues are accounted for by the power of the brand. (10) Interbrand then deducts a charge for the cost of owning the tangible assets, on the theory that whatever income is generated beyond that cost is due to intangible factors. This is the economic value added by things like patents, customer lists, and, of course, the brand.
(11) For example, are people buying Shell gasoline because of the brand name or because the gas station is conveniently located? Interbrand uses market research and interviews with industry executives to sift through those variables. The final phase is to analyze the strength of the brand to figure out how risks those future brand earnings are. To calculate the brand’s strength, Interbrand looks at seven factors, including the brand’s market leadership, its stability and its ability to cross geographical and cultural borders. (12) Business Week and Interbrand believe this figure comes closest to representing the true economic value of that complex array of forces that make up a brand.
A The risk analysis produces a discount rate that is applied to the brand earnings to come up with a net present value of the brand.
B Some attempts rely on little more than opinion polls or ad spending.
C Next, with the help of analysts from J. P. Morgan Chase Co., Interbrand projects net earnings for that segment of the business.
D In this environment, just holding your own is an accomplishment.
E They should be famous and have a good reputation around the world.
F The next step is to winnow the earnings generated by the brand from the earnings generated by other intangibles.
G They had to be global in nature, deriving 20% or more of sales from outside their home country.
选项
答案
G
解析
转载请注明原文地址:https://kaotiyun.com/show/X4sO777K
本试题收录于:
BEC中级阅读题库BEC商务英语分类
0
BEC中级阅读
BEC商务英语
相关试题推荐
HowtoapproachReadingTestPartOne•InthispartoftheReadingTestyoumatcheightstatementswithfiveshorttexts.•Fir
•Readthistextaboutinformation-orientedsociety.•Choosethebestsentencefromtheoppositepagetofilleachofthegaps.•
•Readthistextaboutinformation-orientedsociety.•Choosethebestsentencefromtheoppositepagetofilleachofthegaps.•
•ReadthearticlebelowaboutCoca-colaanditsadvertising.•Foreachquestion31--40,writeonewordinCAPITALLETTERSonyou
•ReadthearticlebelowaboutCoca-colaanditsadvertising.•Foreachquestion31--40,writeonewordinCAPITALLETTERSonyou
•Readthearticlebelowaboutsuccessfule-mailnegotiation.•Choosethebestsentencefromtheoppositepagetofilleachofth
•Readthearticlebelowaboutsuccessfule-mailnegotiation.•Choosethebestsentencefromtheoppositepagetofilleachofth
•Readthearticlebelowaboutsuccessfule-mailnegotiation.•Choosethebestsentencefromtheoppositepagetofilleachofth
•Readthearticlebelowaboutsuccessfule-mailnegotiation.•Choosethebestsentencefromtheoppositepagetofilleachofth
•Readthearticlebelowaboutsuccessfule-mailnegotiation.•Choosethebestsentencefromtheoppositepagetofilleachofth
随机试题
男性,35岁,会阴部骑跨伤后立即出现尿道口滴血,不能排尿,发生尿潴留。查体:会阴部、阴茎、阴囊肿胀明显。该患者的初步诊断()
背景材料:某公路隧道长3000m,穿越的岩层主要由页岩和砂岩组成,设计采用新奥法施工,分部法开挖,复合式衬砌,洞口段由于洞顶覆盖层较薄,岩隙发育,开挖中地表水从岩石裂隙中渗入洞内,在施工过程中,隧道发生过规模不等的塌方。在隧道施工中,施工单位认真
货币的时间价值是指未来获得的一定量货币比当前持有的等量货币具有更高的价值。()
口岸签证机关签发的签证一次入境有效,签证注明的停留期限不得超过()日。
徽商是在一定的历史与经济条件下发展起来的,具有特色的是()。
区分操作条件反射与经典条件反射的正确标准是()。
【2014四川】学生在公共社交场合讲话,总是出现发抖、脸红、声音发颤、口吃、不敢抬头、不敢正视对方眼睛的现象,这种心理症状是()。
投资银行的传统业务包括(暨南大学2012年真题)()
建设中国特色社会主义文化,建设社会主义文化强国的关键是
有一个事件过程,其功能是:从已存在于磁盘上的顺序文件NM1.txt中读取数据,计算读出数据的平方值,将该数据及其平方值存入新的顺序文件NM2.txt中。请填空。PrivateSubForm_Click0DimXAsSingle,y
最新回复
(
0
)